If you think of influencers primarily as advertising various B2C lifestyle products, you are of course right. Influencer marketing has changed marketing. Hype or real opportunity Reason enough to take a closer look at the opportunities this marketing measure offers in the B2B sector. In this article, we show what is important and what influencer marketing looks like in B2B.
In online marketing, especially in B2C, the telegram data importance of influencers continues to grow. Influencers are basically private individuals who express their opinion on products via social media or blogs – usually for a fee. This recommendation marketing has revolutionized marketing. Thanks to digitalization and social networks, our access to knowledge and to various products is almost unlimited. In order not to drown in this abundance of information, consumers are increasingly being influenced by consumer recommendations from their environment or from opinion leaders, the influencers. And that is entirely understandable: we trust those who recommend something to us. The effectiveness of influencers is particularly successful in the B2C sector. But it also works in B2B. Here, however, you have to break away from certain B2C mechanisms.
Influencers in B2B? Yes, but different!
Influencers in B2C are particularly characterized by their role model function and the way they present themselves. Accordingly, they market talk more about the product than the customer products that fit their image and subject area. Things are different in B2B. Here, it is about products that require . Hype or real opportunity explanation and rely on industry-specific know-how and technological tools and machines. While a B2C influencer campaign brings the product to followers in an emotional way, the focus in B2B is on the facts. Nevertheless, emotions play an important role here. In B2B, too, people make decisions that they want to be enthusiastic about and addressed on a personal level. We have already looked at the topic in more general terms in our blog articles “Influencer Marketing: B2B Online Marketing Hype” and “Influencer Marketing Isn’t for B2B Brands” .
The Opportunities of Micro-Influencers
In B2B, influencers are people who usually have direct contact with the respective products. However, B2B influencers do not describe themselves as such. They are primarily characterized by their expert status and insider knowledge of the industry. These are, for example, employees, service providers or so-called thought leaders. So if a managing director shares an interesting article about a product on LinkedIn, he effectively draws the community’s attention to it. This valued opinion is a significant difference to B2C . Hype or real opportunity belgium business directory because in B2B the influence factor of the influencer is weighted more than reach. So-called micro-influencers are particularly well suited for this.
Micro-influencers may not have a huge number of followers (usually 1,000 to 5,000 followers), but they operate in a niche market with targeted and relevant content. They also usually interact much more with their loyal community. This position as opinion leaders and advisors is particularly beneficial for B2B marketing managers. Followers place more trust in the micro-influencer’s recommendation than in the company’s direct marketing communication . Hype or real opportunity as the influencer risks their credibility and position in the community. In the eyes of readers, this conveys an honest opinion that has a strong influence on the B2B purchasing process.
